Multi-Touch Attribution Based Budget Allocation in Online Advertising

Budget allocation in online advertising deals with distributing the campaign (insertion order) level budgets to different sub-campaigns which employ different targeting criteria and may perform differently in terms of return-on-investment (ROI). In this paper, we present the efforts at Turn on how to best allocate campaign budget so that the advertiser or campaign-level ROI is maximized. To do this, it is crucial to be able to correctly determine the performance of sub-campaigns. This determination is highly related to the action-attribution problem, i.e. to be able to find out the set of ads, and hence the sub-campaigns that provided them to a user, that an action should be attributed to. For this purpose, we employ both last-touch (last ad gets all credit) and multi-touch (many ads share the credit) attribution methodologies. We present the algorithms deployed at Turn for the attribution problem, as well as their parallel implementation on the large advertiser performance datasets. We conclude the paper with our empirical comparison of last-touch and multi-touch attribution-based budget allocation in a real online advertising setting.Comment: This paper has been published in ADKDD 2014, August 24, New York City, New York, U.S.

Four patients with a history of acute exacerbations of COPD: implementing the CHEST/Canadian Thoracic Society guidelines for preventing exacerbations

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Sex Differences in Attributions to Positive and Negative Sexual Scenarios in Men and Women With and Without Sexual Problems: Reconsidering Stereotypes

People with sexual problems are more likely to attribute negative sexual experiences to themselves, in contrast to sexually functional individuals who attribute negative sexual experiences to external factors such as the circumstance or partner. We investigated attribution patterns in 820 men and 753 women, some of whom reported an orgasmic problem, to assess differences between the sexes and those with and without an orgasmic difficulty. Specifically, using an Internet-based approach, we compared attribution responses to four sexual scenarios, one representing a positive sexual experience and three representing negative sexual experiences. Women were more likely to attribute positive outcomes to their partner than men. Women were also more likely to attribute negative outcomes to themselves than men, but they more readily blamed their partner and circumstances for negative outcomes than men as well. Those with orgasmic problems were less willing to take credit for positive outcomes and more willing to accept blame for negative outcomes. Interaction effects between sex and orgasmic problems further highlighted differences between men’s and women’s attribution patterns. These results are interpreted in the context of traditional notions that men’s attributions tend to be more self-serving and women’s attributions more self-derogatory

The All-Data-Based Evolutionary Hypothesis of Ciliated Protists with a Revised Classification of the Phylum Ciliophora (Eukaryota, Alveolata)

This work is licensed under a Creative Commons Attribution 4.0 International License. The images or other third party material in this article are included in the article's Creative Commons license, unless indicated otherwise in the credit line; if the material is not included under the Creative Commons license, users will need to obtain permission from the license holder to reproduce the material. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/ The file attached is the published version of the article

Background risk of breast cancer and the association between physical activity and mammographic density

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Two new species of the genus Cylindrophis Wagler, 1828 (Squamata: Cylindrophiidae) from Southeast Asia

© 2015 Amarasinghe et al. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercialNoDerivatives 4.0 International License, which permits unrestricted use for non-commercial and education purposes only, in any medium, provided the original author and the official and authorized publication sources are recognized and properly credited. The official and authorized publication credit sources, which will be duly enforced, are as follows: official journal title Amphibian & Reptile Conservation; official journal website . The attached file is the published version of the article

Development of novel multiplex microsatellite polymerase chain reactions to enable high-throughput population genetic studies of Schistosoma haematobium

© 2015 Webster et al. Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated. The attached file is the published version of the article